PENGARUH KUALITAS PRODUK, LOKASI DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN PADA COFFEE SHOP LALITO COFFE TEA DI KOTA PADANG

Abstract

Coffee is one of the global beverage preferred by most of humanity and it has become part of the lifestyle. Enjoy coffee now become familiar in big cities. Moreover, enjoy a coffee in shops or cafes that exist around the population and that are far away from residential areas. In the city of Padang itself increasingly prevalent with many new coffee shop that stood up and spread out in Padang, but not all coffee shop in Padang visited by consumers, because only certain coffee shop that looks crowded. Changes in consumer lifestyles is what encourages owners Lalito Coffee shop Coffee Tea opened cafe that offers the impression of relaxed, quiet and convenient for consumers gathering with friends or relations or just want to relax enjoy coffee served. The purpose of this study is: To demonstrate empirically how the quality of products and service quality can affect customer loyalty in the coffee shop Coffee Tea Lalito in Padang. In this study, the research object is Lalito Coffee Shop Coffee Tea in Padang. The population all customers who purchase and consume food or beverages at the Coffee Shop Coffee Tea Lalito in Padang. The samples used in this study was 138 respondents. Techniques used in sampling is purposive sampling. From the results of hypothesis testing that has been done, it can be concluded as follows: (1) The quality of the product, the location and the quality of service a positive effect on customer loyalty in Coffee Shop Coffee Tea Lalito in Padang.
Keywords: Product Quality, Location, Quality of Service, Loyalty
PENDAHULUAN
Menikmati kopi saat ini menjadi hal yang sudah biasa ada di kota-kota besar. Terlebih menikmati kopi di kedai-kedai atau cafe yang ada di sekitar pemukiman penduduk maupun yang berada jauh dari pemukiman penduduk.Dengan meningkatnya konsumsi kopi yang ada